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Home My WebLink About02k. Kick It 3v3 RecapSurveyed Event Recap: Kick It 3v3 World Championships October 3, 2018 Overall Event Highlights & Successes 2 • FC Schalke partnership and representation • Successfully expanded event footprint resulting in enhanced guest experience • Worked with “Marketing 360” agency to increase national awareness and branding • Added 3 new sponsors which translated into more onsite entertainment • Received coverage in local and Front Range media/websites/magazines/tv • Added two new teams from Mexico • Increased attendance of King of The Pitch friday night activity at Solaris Plaza Attendance Estimate 3 • Was this the attendance you expected? Kick It expected more diverse age group participation leading to larger divisions and more attendance • How would you impact attendance next year? Kick It will positively impact attendance in the next year by increasing the number of qualifying tournaments that feed into Vail. By offering more events throughout the nation, Kick It will be able to create more awareness and secure more teams traveling to Vail. Visitor Type 4 • Kick It expected at least 80% overnight visitors due to the teams that qualify through the program and travel to Vail for the Championships. • Kick It would like to increase visitors and traveling teams by adding more events regionally and nationally. Overnight Visitor Profile: Overnight Visitors & Seasonal Residents Only Only 5 Kick It utilized the following measures to encourage attendees to book lodging in the Town of Vail ○ Website, email, social media, phone calls, flyers, etc. ○ Partnered with Vail hotels for participant accommodations ■ Evergreen Lodge ■ Vail Marriott ○ Tournament qualification Overall Visitor Profile 6 • Who was your anticipated target demographic? Youth soccer players between the ages of 8-18 Parents between the ages of 30-50 with athletic children with a household income of $100K or more • Did you reach your target demographic? Kick It reached its target demographic by working with soccer clubs, coaches, and parents nationwide. • What would you change to attract that audience next year? Kick It will continue to target all ages and soccer enthusiast as well as to increase the promotion of Vail in other regions. Role/Importance of Event in Intent to Visit Vail 7 • What actions did you take this year to generate the number of overnight guests? ○ Promote Vail World Championships as a “playcation” ○ Encourage and provide information to participants about lodging accommodations with our partnered hotels ○ Provide information about recreational activities offered in Vail ○ Launch new tournaments nationwide to qualify teams • How would you increase the number of overnight Vail guests coming for the event next year? ○ Creating more regional events and offering more team and player incentives will help increase the number of room nights in Vail. Offer more activities before and after the event games NPS (Net Promoter Score)/Likelihood to Recommend 8 • Do you think the NPS scores reflect the attendee event experience? ○ Yes, based on the level of competition and games per age group Kick It expects to replace many older age groups each year with younger groups feeding the program. • Kick It focuses on creating good divisions for competitive, recreational, young and old throughout the country to build divisions for all participants. Estimated Return on Investment (ROI) & Attendee Expenditures 9 • What did your event do to encourage spending in Vail? Kick It included documents in each team bag that provided information on recreational activities, lodging, and other local attractions for its participants. Kick It also creates a 3 day event to drive teams to stay longer and spend more. Event Strengths & Weaknesses 10 • How did the event exceed expectations? As we continue to promote this event nationally, we have seen an increase of out of state teams year after year. Kick It partnered with new national sponsors such as FC Schalke 04 who promoted the experience of 3v3 soccer in a world class resort. Kick It continues to partner with professional athletes such as Weston McKennie (USMNT/FC Schalke 04) and Andrew Carleton(Atlanta United FC) to increase the value of the event. • What are areas for event improvement? Kick It can improve on our local marketing and sponsors. We have many national tour sponsors but nothing local. Continually adding more complimentary entertainment to the event as well as additional qualifying events to create more travelers and participation in Vail could also be improved upon. • How did this year’s event compare to previous years? Kick It has continued to increase the number of out-of-state and out-of-country teams while creating divisions. Kick It continues to focus on game experience with more teams per division Vail Brand Compatibility 11 • How did the event support the Vail Brand? Kick It 3v3 and Grand Sports Management’s compatibility with the Vail Brand is ideal. Our demographic fits right perfectly with The Premier International Mountain Resort Community that is the Town of Vail. Our participants embrace active lifestyles and are middle to upper class which allows them to not only visit Vail during our tournament but some also have second homes or ski passes on and for Vail Mountain once the snow starts to fall. Additionally, there is a sense of class with most of our clientele and this translates perfectly when we speak about Vail. They expect it and Vail delivers every time! We as a company realize this and want to continue to provide more options across the board to deliver excellence. Every year we receive multiple comments from new employees to participants about how much they love everything offered in the Villages (Vail & Lionshead) and how beautiful the setting is. Community Contribution 12 • How did the event impact Vail’s sense of community? Each year we try to increase our community contribution. Our event currently impacts in in various ways from partnering with local hotels to working with the Vail Valley Soccer Club to renting Solaris Plaza which allows us to host King of the Pitch. We allow Vail Valley Soccer to enter free teams into the tournament for those who are not able to afford the fees or to those who have earned it. Hosting King of the Pitch offers a free, fun-filled evening of soccer in the heart of Vail allowing participants to walk from their hotels while providing us with the opportunity to continue marketing the event and educate those who may not be familiar with it or the tour. Topline Marketing Efforts 13 • Marketed the Town of Vail at all Kick It qualifying tournaments throughout the nation • Extensive email and social media campaigns • Hiring of Marketing 360 agency. Increase spend of $50,000 over 2017. • Advertisements with Kick It’s partners such as FC Schalke were distributed • Partnerships with over 50 soccer clubs to promote 3v3 soccer Potential for Growth & Sponsorships/Media Exposure 14 • How do you see the event evolving or growing next year? As we continue through the 2018/2019 season, we will continue to market this event at all Kick It events to further educate our participants about the Championships in late July or early August. Also, with Grand Sports Management team have acquired many national tour sponsors who promote our tour and this event to their markets. Additionally, we have the partnership with Marketing 360 to deliver a more professional marketing campaign. • What sponsors do you plan to target next year? (Including existing and potential sponsors) We plan to target all of our current sponsors especially FC Schalke 04 as we market the tour and this event to all participants in our markets. The exposure in these markets will allow us to reach a greater consumer base which complements our demographic, is kid-friendly, and is in-line with our soccer tour. Sampling and strategic partnerships • How will you leverage media exposure and extend the marketing reach next year? With Marketing 360 on board, they will be reaching out to our database and post on all of Kick It’s social media accounts to help extend marketing efforts. Sustainability Efforts 15 • What measures were taken at your event/program to support the environmentally-friendly goals of the Town of Vail? Kick It partnered with Vail Parks and Recreation for sanitation services in addition to encouraging participants to carpool, walk, or use bikes when in the Town of Vail. These reminders were sent to our contacts prior to the event and were included in the team bags each team received at check-in. • What waste reduction methods were used during your event/program? Trash and recycling bins were placed on all fields and Kick It staff cleaned any leftover waste on fields at the conclusion of the event. • How could you improve on sustainability efforts for next year’s event? Next year, we are going to promote teams and their families to bring reusable bottles and provide water stations so they can refill their water. The Town of Vail is committed to the stewardship and protection of our unique mountain environment. In consideration of both our local and global impacts and opportunities, our environmental vision is to demonstrate and promote: renewable energy, resource efficiency, ecosystem protection, and community awareness and education. Kick It 3v3 World Championships: July 27-29, 2018 Grand Sports Management Kick It 3v3 Phone: 1-888-831-2480 KickIt3v3@grandsportsmgmt.com www.KickIt3v3.com 16